Why Accepting New Brands: Empirical Insights from Two Cases

Rebranding, a key strategic effort, aims to shift consumer perception toward a new brand identity. Further research is needed on how old brand associations and specific rebranding features influence new brand attitudes toward acceptance. This study addresses this gap by investigating how existing brand associations and rebranding elements affect consumer acceptance of a new brand identity, specifically considering the influence of brand attachment/evaluation, new brand perceptions (e.g., logo redesign and benevolence), stereotypes, and brand experience. Drawing on the Reasoned Action, Attachment, and Tripartite Attitude theories, the research empirically models how 424 Vietnamese consumers accepted rebranding efforts by case company, Vinamilk and Viettel. Findings indicate consistent positive impacts from brand attachment, negative effects from old brand evaluation, and a positive relationship between new brand perception and acceptance. Moderator effects varied, except for brand attachment's consistent influence, and distant brand consumers showed a different focus during rebranding. This research offers theoretical insights into the determinants of rebranding acceptance and practical implications for the studied companies and analogous businesses operating in dynamic markets.